Choosing a database vendor? 10 questions to ask first

by | Sep 27, 2017 | Media database

When it comes to choosing a database vendor, know this: not all are created equal, and it pays to do your homework.

Like, it literally pays.

*Damn that auto-renew clause!*

Here are 10 questions you need to ask when choosing a database vendor:

  1. How many unique journalists do they have in your industry? In your region?
  2. How often is contact information updated?
  3. How easy and intuitive is the search function?
  4. Can you save and export lists?
  5. Can you save search criteria so my lists can be be updated with the latest contacts and info?
  6. Am I able to reach out to influencers with personalized pitches directly from the platform? And is there a way to track who opens and where they click in my emails?
  7. How easy is it to convert press releases created in Word to email format?
  8. What post-sales support and training is provided? Is it free or is there an additional cost?
  9. How much does the database cost?!
  10. What are the payment terms? Can I pay monthly instead of annually? And is there an auto-renew clause? (This one can be a killer.)

And one more tip before you go! If your ideal influencer isn’t a journalist, check to make sure that the database contains non-media contacts, like bloggers and social media influencers. Apparently these people — especially the micro kind — can have quite the impact on your PR efforts.


Tips and tricks and checklists oh my! This ultimate PR strategy guide has it all - download.

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Marcus Kaulback
Marcus is a content creator and marketer with a focus on branding and communications.


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